Impactful design for tree planting charity: International Tree Foundation
The world’s oldest tree-planting charity
International Tree Foundation (ITF) has a bold mission to inspire communities to plant, protect and promote trees for the benefit of the people and the planet.
The Challenge
With a lean communications team, their social content needed structure, clarity, and stronger audience resonance. Furthermore, the growing emotional toll of climate messaging presented a unique challenge: how to inspire action without overwhelming the audience.
"The work not only looks good. It’s helped us focus strategy, talk about fringe topics more easily, and build stronger content advocacy."
In a voluntary partnership, famille dedicated 16 hours per month to rethink ITF’s social strategy, starting with Instagram. Using insight-led discovery, benchmarking, and co-creation via Miro, we developed flexible content pillars and visual treatments rooted in ITF’s brand. This was grounded in insights, such as The Lancet’s global youth survey, which found that 59% of 16–25-year-olds reported extreme worry about climate change, with nearly half stating that it negatively affects their daily lives.
Our approach prioritised accessibility and brainprint impact, balancing urgent messaging with uplifting stories to reduce climate fatigue and anxiety.
"We have never seen organic engagement like this ever! We adapted the approach we took with Instagram to our Facebook channel. Thanks to famille for giving us the guidelines to structure our content, and support through our social media planning sessions, as we continue to shape content."
In this article, we share how our approach can support teams to achieve impact through strategic content planning and visual identity.
